Adidas is going "All In" during the World Cup, and it is not simply asking its fans to do the same.

Adidas is demanding them. All or nothing.

This is a very interesting approach to consumer engagement, and what a wonderful time like the World Cup to try it out.

Adidas is first launching a contest for social media people to ask questions to famous football (soccer) stars on Google+ Hangouts and YouTube Live, hoping to capture those who follow the Adidas-sponsored teams on multiple screens. According to our source, Adidas will put on six "youth magazine style" shows, including debate, features of football stars like Kaka and Cafu, and behind-the-scenes footage of some of the teams.

The more interesting part is that fans are able to be a part of it.

Adidas asks its fan if they want all or nothing. If the consumer picks "all," then they opt in to all the content that Adidas is putting out.

If the consumer picks "nothing," then they are automatically dropped from all the content Adidas is putting out, and they see absolutely nothing, and are taken out of every contest.